IntroductionAfter near extinction Harley-Davidson has become one of the premier motorcycle manufacturers and distributors in the world. A primary driver in this success has been their attention to building the Harley-Davidson brand with attention to customer loyalty, specifically with the creation of a brand community of customers – the Harley Owners Group (HOG). Through HOG they have been able to connect with customers at the grass-roots level. Their sponsorship of regional and national HOG events has provided them with one-on-one access to their customers, resulting in strong, favorable, and unique associations for the Harley-Davidson brand.

In this case study we will address several key questions/issues: 1)Evaluate the Harley-Davidson strategy and performance in getting close to their customers 2)Determine the HOG role in developing community for the Harley-Davidson brand 3)Provide ideas on how HOG can be maximized, including how the Posse Ride should be positioned among the mix of activities 4)Indicate what steps can be taken to maximize the effectiveness and profitability of the Posse Ride, and other HOG events

Harley-Davidson and the Customer ExperienceThere is no consumer community that is more passionate about a product than that of Harley-Davidson owners. Through HOG-sponsored rides and rallies there is a sense of togetherness and challenge, which creates a strong bond between the customer and Harley-Davidson, as well as with other Harley owners. The customers have an opportunity to challenge themselves on scenic or adventuresome rides, along with a ‘rolling community’ of other Harley riders. These events provide a unique bonding experience with other Harley owners, resulting in a very strong brand community. One specific positive aspect of Harley-Davidson’s corporate interaction with the customers is the fact that the top management attends and participates in many of the HOG events. They are...

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PRINCIPLES OF MANAGEMENT UNIT 3 CASESTUDY
JANINE EASTEP
COLUMBIA SOUTHERN UNIVERSITY
It has come to my attention as CEO of Donaldson’s clothing store that sales have been steadily declining in the last quarter. There is a growing list of competitors in the area who are offering lower...

...Questions of the case applicaton
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Answer:The issues may differ from time to time and arised as influenced by factors,Following are the issues which they face:.
1. LEADERSHIP
a)Definition of Leadership:.
“The word ‘’Leadership is very hard to define,but there is a...

...“The Harley-Davidson Community”
I. Problem Statement
In 1983, Harley-Davidson established the Harley Owners Group (H.O.G.) in the United States. This group was established because of the developing interest of Harley owners in participating in organised activities with other Harley enthusiasts. Harley Owners Group (H.O.G.) continues to grow in term of memberships because H.O.G. goes international. The...

...CaseStudy: Harley-Davidson
1. What do you think are the company’s (Harley-Davidson) major strengths and weaknesses?
Strengths:
* Strong brand name
* Strong customer loyalty
* Operates in 2 segments, Harley-Davidson motorcycles and related products, and Harley-Davidson Financial Services
* The HOG ( Harley Owners Group) which has over 1 million members worldwide...